KP Snacks brings the fun back into popcorn with £2m investment in Butterkist
KP Snacks has announced that the nation’s favourite popcorn brand, Butterkist , will return to TV screens and billboards this Autumn in a £2m campaign to drive sales during the final quarter of this year, a core period for Big Night In occasions.
Launching 24 October, the TV advert takes on a playful creative, featuring animated Butterkist popcorn kernels constructing their destiny to become Butterkist popcorn. Out of Home advertising with the strapline “get things popping” will support throughout October and November as the campaign aims to inject excitement into the category and attract old and new customers to Butterkist.
79% of snackers do so at home, and with consumers all over the UK opting to watch more big sporting occasions such as the Rugby World Cup at home , or simply settle down with Netflix with the family , it is unsurprising that the Big Night In occasion is experiencing double-digit growth of +10.3% . 45% of consumers say snacks are a must-have for an evening in , making a dedicated Big Night In fixture essential for retailers wanting to drive sales in the run-up to Christmas.
Kevin McNair, Marketing Director at KP Snacks says: “Popcorn occasions are all about fun and enjoyment. We know popcorn has the ability to be one of the most incremental segments of CSN as it is often an additional purchase. This campaign aims to position Butterkist at the top of consumer’s minds so they are reminded of this tasty snacking option and choose to purchase Butterkist as part of their shop, driving both the popcorn and overall CSN Category”.
Butterkist is worth £44.1m RSV and continues to maintain its position as the UK’s No. 1 popcorn brand, holding a 33% share of the share and the top three performing branded SKU – Toffee Sharing, Cinema Sweet Sharing and Salted Microwave . Offering a large range of irresistible flavours in a number of formats, Butterkist creates fun moments of togetherness. Recent figures show that an impressive 47% of all popcorn shoppers buy into Butterkist with 41% buyers repeat buying.